How Real Estate Agents Can Build a Strong Online Presence in a Competitive Market
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The real estate market is becoming increasingly competitive, particularly in hot areas like Raleigh, Durham, and Chapel Hill, North Carolina. With the explosion of digital tools and platforms during 2020 and 2021, real estate agents establishing a powerful online presence are building long-term relationships and making deals by standing out from the competition. The right online strategy involves a combination of website optimization, social media engagement, and paid advertising, allowing agents to stay ahead in a crowded market.
Building a Professional, High-Impact Website
Your website is the most critical part of your online presence. It serves as the first impression for potential clients, and it can make or break your ability to capture leads. According to a National Association of Realtors (NAR) report, 97% of home buyers use the internet to search for properties . A professional, user-friendly website that showcases your expertise, listings, and client testimonials will significantly enhance your credibility and capture this traffic.
To optimize your website:
Mobile Responsiveness: More than 50% of web traffic globally comes from mobile devices . Ensure your website is fully optimized for mobile viewing.
High-Quality Images: Properties with high-quality images receive 118% more views than those with low-quality images .
Calls to Action (CTAs): Effective CTAs like "Schedule a Free Consultation" or "View Homes" encourage users to take the next step.
Additionally, integrating a blog with content relevant to your target audience can boost SEO rankings and increase traffic. Topics like "First-Time Homebuyer Tips in Raleigh" or "How to Choose the Right Neighborhood in Durham" are ideal for attracting local prospects and engaging them with useful information.
Example: Real estate agent Dustin Brohm leveraged his SEO-optimized website in Salt Lake City, Utah, to generate hundreds of leads per month without paid ads, simply by ranking for terms like "Salt Lake City real estate agent."
Optimizing Your Website for SEO and Local Search
Search engine optimization (SEO) is vital for any real estate agent looking to increase visibility in local markets. The goal of SEO is to rank higher in search engine results for relevant terms, such as "Raleigh real estate agent" or "homes for sale in Chapel Hill." Research from Ahrefs shows that the first position on Google’s search engine results page (SERP) gets around 32% of all clicks , while the second position gets about 16%.
To optimize for SEO:
Local Keywords: Use location-based keywords in your content. Incorporate terms like "Durham neighborhood guide" or "best Raleigh real estate agents" throughout your website and blog posts.
Meta Descriptions: Optimize your meta titles and descriptions to include targeted keywords. This helps improve your click-through rates (CTR).
Backlinks: Websites with strong backlinks from reputable sources rank higher. Build relationships with local businesses or publications to generate backlinks.
Google My Business (GMB): Keep your GMB listing up to date, with accurate contact details, opening hours, and customer reviews. A well-maintained GMB profile increases your chances of appearing in Google’s local pack, which features businesses that are relevant to the search query based on their location.
Social Media as a Lead Generation Powerhouse
While a great website is the foundation, social media is where real estate agents can actively engage with potential clients. Platforms like Instagram, Facebook, and LinkedIn provide real-time interaction and allow agents to showcase their expertise and listings.
Instagram: As a visual platform, Instagram is ideal for showcasing property tours, client testimonials, and market updates. In fact, 73% of real estate professionals using Instagram believe it’s effective for generating new business leads . Features like Instagram Stories and IGTV allow for interactive content, like live home tours and Q&A sessions with potential buyers.
Facebook: With 2.8 billion monthly active users, Facebook is a key platform for real estate marketing. It allows agents to post listings, run targeted ads, and interact with clients in real-time. Facebook Groups are another useful tool, where agents can establish themselves as local experts by answering questions, sharing insights, and engaging with their community.
LinkedIn: Especially useful for agents focused on commercial real estate, LinkedIn is a platform where professionals can network, share industry insights, and connect with business owners looking for commercial spaces.
Example: Ryan Serhant, a top real estate agent in New York, grew his personal brand massively through social media. His Instagram account has over 1 million followers, where he shares behind-the-scenes content, property tours, and client success stories.
Leveraging Paid Social Media Advertising
Paid social media ads are a fast-track to generating more leads, especially on platforms like Facebook and Instagram, where you can hyper-target ads to reach specific demographics. According to WordStream, Facebook Ads have an average conversion rate of 9.21% in the real estate industry, making it one of the most effective ways to market homes .
Types of Ads:
Carousel Ads: Perfect for showcasing multiple properties in a single ad. Each property can have its own slide, with detailed descriptions and calls to action.
Video Ads: These ads can feature virtual home tours or agent introductions. Video content is 50% more engaging than static images, according to HubSpot.
Lead Generation Ads: These ads capture user information directly on Facebook, allowing you to quickly follow up on leads. You can offer free guides like "10 Tips for First-Time Home Buyers" in exchange for contact details.
Example: San Diego agent Kyle Handy spends $1,000 per month on Facebook Ads targeting first-time homebuyers in his area. His ads, which include virtual home tours and testimonials, generate up to 20 new leads per month.
Using Email Marketing to Nurture Leads
Once you’ve captured leads through social media or your website, the next step is nurturing those leads with effective email marketing campaigns. According to HubSpot, 78% of marketers have seen an increase in email engagement over the past year, and 59% of email recipients say emails influence their purchasing decisions .
Newsletters: Send a weekly or monthly newsletter with updates on new listings, market insights, and tips for buyers and sellers.
Drip Campaigns: Set up automated email sequences based on user actions. For instance, if someone downloads a homebuyer guide, they can automatically receive a series of follow-up emails with helpful tips and home listings.
Personalized Emails: Segment your email lists based on the client’s needs. For example, first-time homebuyers may need different information than seasoned investors.
Example: Realtor Ricky Carruth uses weekly email newsletters to send out personalized market updates, new property listings, and tips to his client base. He attributes 70% of his business to consistent email marketing efforts.
Building a Strong LinkedIn Profile for Networking
LinkedIn isn't just for corporate professionals—it's a powerful tool for real estate agents to network with industry leaders, lenders, and potential buyers. Optimize your LinkedIn profile with updated listings, endorsements, and real estate-related articles to establish credibility and authority in the industry.
According to LinkedIn, 76% of real estate agents who regularly use the platform have reported an increase in client inquiries and engagement. Joining relevant LinkedIn groups and sharing blog posts or real estate tips can also help increase visibility.
Conclusion
In the competitive real estate market, agents who build a robust online presence can set themselves apart from their peers. By investing in a professional website, optimizing for local SEO, and engaging actively on social media, real estate agents can capture more leads, build trust, and ultimately grow their business. Whether it's through paid advertising, email campaigns, or LinkedIn networking, a multifaceted digital strategy is essential for long-term success.
Looking to elevate your real estate marketing game? Get in touch with Astro Markets today—give us a call or send an email for personalized strategies that work. Follow us on Instagram and LinkedIn, and subscribe to our email list to stay ahead with expert tips and insights.
Sources:
National Association of RealtorsReal Estate in a Digital Age – NAR
Ahrefs – SEO StatisticsSEO Stats for Local Search
HubSpot – The State of Email MarketingHubSpot Email Marketing Trends
WordStream – Real Estate Ads StatsWordStream Real Estate Conversion Rates
Statista – Social Media Marketing for Real EstateStatista Social Media for Realtors
LinkedIn Business InsightsLinkedIn Real Estate Networking
Sprout Social – Social Media Engagement Stats[Sprout Social Engagement Trends](https://sproutsocial.com
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